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Weekly Recap: Automakers rethink the definition of luxury

Variety is the spice of life, but it's becoming a prerequisite for luxury carmakers in the ultra-competitive US market. The Detroit Auto Show was strong evidence of this reality. It's not enough to offer attractive and well-appointed cars and SUVs anymore. Luxury brands that want to be competitive need to invest in everything from high-powered supercars to clever hybrids. To be relevant, you need to be green and mean – and everything in between. As General Motors product chief Mark Reuss said after the reveal of the 640-horsepower Cadillac CTS-V: "We are not leaving anything on the table." He was speaking for Cadillac, but he might as well have been speaking for the luxury car market. The CTS-V debuted in Detroit about an hour after Lexus surprised showgoers with the reveal of the RC F GT3 race car and then announced ambitious plans to return to competitive racing. That almost overshadowed the fact Lexus had just revealed another potent addition to its growing F line, the 467-hp GS F. View 20 Photos But for luxury brands, it's not just about maximum horsepower for well-heeled enthusiasts or decadent amenities for the Grey Poupon set. Strong competition from all corners has forced automakers to refine and expand their lineups in ways unforeseen even a few years ago. Case in point: Mercedes-Benz finally has an answer to the BMW X6, rolling out the GLE coupe in Detroit. The X6, which blends coupe-like styling cues with some of the functionality of an SUV, debuted in 2008. Back then it was a punchline, but seven years and more than 260,000 sales later, the X6's success has compelled Benz to respond. Mercedes – one of the strongest proponents of diesel technology – also debuted the C350 plug-in hybrid sedan, which promises a range of 20 miles on electricity, though fuel economy figures were not announced. The car pairs Mercedes' well-received 208-hp turbocharged four-cylinder with an electric motor for total output of 275 hp and 443 pound-feet of torque. Meanwhile, Infiniti will add the Q30 hatchback to its lineup by the end of the year, new president Roland Kruger reiterated in Detroit. It's expected to be joined by a crossover variant, and the additions will help strengthen Infiniti in the United States and abroad. "While we're expanding our product line, we're also expanding our market reach," he said. That's something echoed by Jaguar executives, who are preparing to launch the brand's first crossover, the F-Pace, in 2016.

2022 Acura RDX update makes a lot of good stuff standard

When the third-generation Acura RDX launched for 2019, our test drive found it to be a fine return to form for the Acura brand. Not only did it cast aside the humdrum personality of the second-gen, but it gave itself a reason to exist in the crowded luxury compact crossover field. In fact, it landed competitively mid-pack amongst the German Grossen Drei of Mercedes, Audi and disappointing BMW. Though we did have a gripe about how certain packages weren't available on certain trims, with the 2022 update Acura has rectified that very complaint. We'll get to that in a minute, but first let's start with the base RDX. Acura says that one of the biggest improvements comes in the form of noise, or lack thereof. We didn't think the 2019 model was particularly noisy, but  Acura says the cabin is "dramatically quieter." Though they don't provide a decibel reading, they do inform us that a retuned Active Sound Control system and new front fender liners help reduce road noise. New for 2022, the next-level-up Technology Package takes noise reduction even further, with thicker carpets and acoustic glass in the front doors. New sound insulation in the those doors, under the dash pad and in the D-pillars also help keep road, wind and engine noise out of the cabin. The package also comes with a rear camera washer. The top-spec Advance Package adds even more sound deadening material to the headliner, dash, hood, drivetrain tunnel and rear hatch. Here, the rear doors get acoustic glass and noise insulation to match the fronts as well. Power-folding side mirrors and a 12-volt power outlet in the cargo round out the changes for 2022. Best of all — and this is the nit we picked in our 2019 test drive — the sporty A-Spec package is at last offered with the Advance Package. This wasn't the case before, inexplicably leaving the adaptive dampers off of A-Spec models. Now the look finally matches the equipment. In addition, A-Spec cars get some of their exterior bits dipped in gunmetal and gloss black finishes set them apart visually. Inside, a flat-bottomed sport steering wheel is unique to the package, along with other interior exclusives and an available bronze finish on interior aluminum bits if you choose the Saddle Brown upholstery. If those aren't special enough, Acura is once again offering a limited-production PMC Edition of the 2022 RDX.

2014 Acura MDX ad campaign the most expensive in brand's history

Realizing that it must spend more marketing dollars to compete with the more established luxury automakers, Acura is preparing to launch its most expensive ad campaign ever for its redesigned 2014 MDX. At $78 million, according to Advertising Age, the new "Made for Mankind" campaign that kicks off next month is exactly double what Acura spent on the 2013 RDX launch last year. It's also the brand's first cooperation with its new agency, Boston- and Los-Angeles-based Mullen Advertising. Thanks to its bigger budget, we'll be seeing ads for the MDX pop up just about everywhere from television commercials, cinemas and billboards to videos focused on computers and mobile devices.
The first such video is entitled "Human Race," and it enunciates Acura's recent tagline highlight, the synergy between man and machine. More interestingly, the 2014 MDX, which went on sale this month, doesn't make an appearance in the 60-second spot until close to the end. This video is posted below as well as a press release from Acura along with images of various ads we should start soon.